Question 1

Classified advertisements primarily include newspaper display advertising done by marketers of branded products or services that are sold on a national level.

Accepted Answer

Classified advertisements usually refer to small text-based ads that are categorized by product or service type and are published in newspapers, online marketplaces, and other classified ad websites. These ads are primarily used by individuals or small businesses to reach local customers. Display advertising is different and typically involves larger, visually appealing ads used by national brands to promote products or services to a wider audience.

Question 2

One drawback of online magazines is that they do not provide advertisers with the opportunity for sponsorships.

Accepted Answer

Online magazines do provide advertisers with the opportunity for sponsorships, as sponsored content and native advertising are common forms of advertising on online platforms.

Question 3

Ads can use longer and more detailed copy in magazines owing to the factor of permanence that magazines offer.

Accepted Answer

Magazines are physical publications that people can keep and refer back to at any time. This means that ads in magazines have a longer lifespan and can include more detailed copy to communicate their message effectively.

Question 4

Circulation fluctuates from issue to issue, particularly for magazines that rely heavily on retail or newsstand sales.

Accepted Answer

Circulation can indeed fluctuate from issue to issue, especially for magazines that heavily depend on retail or newsstand sales. Factors such as seasonality, competition, and marketing efforts can all impact circulation numbers from one issue to the next.

Question 5

Most weekly newspapers originate in metropolises and other large cities.

Accepted Answer

Most weekly newspapers actually originate in small towns and suburbs, serving a local audience. Some larger cities may have weekly newspapers as well, but they are not the majority.

Question 6

The rates paid by general advertisers are, on average, 75 percent higher than those paid by local advertisers.

Accepted Answer

General advertisers often pay higher rates than local advertisers due to broader reach, higher demand for prime advertising slots, and the value of targeting a wider audience, which can justify a premium of 75 percent or more.

Question 7

The front cover of a magazine is considered editorial space and off limits to advertisers.

Accepted Answer

The front cover of a magazine is considered editorial space and off limits to advertisers according to the American Society of Magazine Editors guidelines.

Question 8

Newspaper ads are unlikely to have any impact beyond the day of publication, and repeat exposure is very unlikely as well.

Accepted Answer

Newspaper ads are typically read and disposed of on the same day and are not likely to be seen again by the same audience.

Question 9

Combination discounts are not available when the advertiser buys space in multiple newspapers, even if they are affiliated in a syndicate.

Accepted Answer

Combination discounts may be available when the advertiser buys space in multiple newspapers affiliated in a syndicate.

Question 10

Newspapers and magazines are referred to as low-involvement media.

Accepted Answer

This statement is incorrect. Newspapers and magazines are actually referred to as "high-involvement media" because they require the reader to actively engage with the content by reading and processing the information. This level of engagement can lead to a deeper impact of advertising messages compared to more passive forms of media like TV and radio.

Question 11

The retail trading zone is a market area composed of the city where the paper is published and contiguous areas similar in character to the city.

Accepted Answer

The answer of The retail trading zone is a market...

Question 12

One way to achieve geographic selectivity is by using a magazine that is targeted toward a particular area of interest.

Accepted Answer

The answer of One way to achieve geographic selectivity is...

Question 13

Until recently, magazines focused on increasing their circulation under the assumption that higher circulation meant higher advertising rates.

Accepted Answer

This was a common strategy for printed magazines, but the shift towards digital advertising has changed this approach.

Question 14

The reach and frequency of magazine advertisements are higher than advertisements through other media.

Accepted Answer

This statement is not necessarily true. The reach and frequency of magazine advertisements vary with the specific magazine, its audience, and its circulation. Other media, such as television and social media, may have higher reach and frequency for certain target audiences.

Question 15

Magazines are the most selective of all media except direct mail.

Accepted Answer

Magazines typically have a specific target audience and offer in-depth content on specific topics, making them a selective medium. Direct mail, however, is even more selective as it can be targeted to specific individuals or households based on demographic information.

Question 16

Although TV accounts for the largest dollar amount of advertising expenditures among national advertisers, more companies advertise in magazines than in any other medium.

Accepted Answer

Magazines offer a wide range of specific audiences for advertisers, making them a popular choice for companies looking to target their advertisements more precisely, despite television having the highest overall advertising spend.

Question 17

Many papers include magazine-type supplements, primarily in their Sunday editions.

Accepted Answer

Many newspapers include magazine-type supplements in their Sunday editions as a way to provide additional content and attract readers.

Question 18

Newspapers do not offer advertisers any flexibility.
Newspapers are flexible in terms of requirements for producing and running the ads.Newspaper ads can be written, laid out, and prepared in a matter of hours.

Accepted Answer

The statement "Newspapers do not offer advertisers any flexibility" is false, as the following sentence explains their flexibility.

Question 19

Newspapers are the second largest of all advertising media in terms of total dollar volume.

Accepted Answer

Digital advertising has surpassed newspapers and is now the largest advertising medium in terms of total dollar volume.

Question 20

Media buyers are not too concerned about the auditing of circulation figures; they treat audited and unaudited publications equally.

Accepted Answer

Media buyers generally prefer audited publications as they provide more accurate circulation figures and ensure transparency. Unauidted publications may have inflated or unreliable circulation numbers, which can impact the effectiveness of advertising campaigns.

Quiz 12: Evaluation of Media: Magazines and Newspapers